When to use it
Use it when introducing an initiative or vision that needs commitment rather than just compliance.
How to apply it
- Articulate why the work matters: the purpose or belief behind it.
- Explain how you will do it, including the principles or approach that make it different.
- Describe what you will actually deliver.
- Open your pitch with the why before moving to the how and what.
- Check that the why is genuine and backed by your actions.
Tip: A vague why sounds like a slogan; make it specific to this audience and this change.